Half of podcast listeners connect with sonic branding more than visual (Veritonic)

In a consumer survey fielded last month by audio analytics and research company Veritonic, hundreds of monthly (or more) podcast listeners were asked about how they relate to audio branding. The particular comparison with visual branding is emphasized in the resulting report. (Which can be downloaded HERE.)

The key learning: Fifty percent of podcast listeners in the U.S. report greater interaction with a brand’s sound identity compared to its visual counterpart.

That’s interesting, and the power of audio increases (to 64%) for brands which build what Veritonic calls cohesive sound identities — which means presenting their sonic identifiers across platforms. The company recommends “a strategically crafted audio presence.”

 

“As the marketinglandscape evolves to meet the demands of increasingly mobile consumers the importance of a brand’s sonic identity is more pronounced than ever.” –Veritonic

 

 

 


Brad Hill